Marketing Trendz Volume 21 Winter Edition 2017 Sample

SHOPPING GETS STEAMY AT SQUARE ONE
VOLUME 21 WINTER EDITION 2017

SHOPPING GETS STEAMY AT SQUARE ONE

Mall shows off luxe lifestyle and latest lift with leading # RelationshipGoals
Four years and $ 480 million later , Square One ( Mississauga , Canada ) has successfully transformed from a center known more for its convenience than clothing lines to that of a luxury-shopping destination . As more people make the move to downtown Mississauga , the center will continue to experience a shift in target market . With affluent families on the rise , Square One has evolved into a go-to stop for the upscale consumer , one who follows international style influencers and has the financial means to frequently purchase luxury brands .
To celebrate the completion of the redevelopment project , the center worked to add a little spice to its traditional campaign planning . With the arrival of luxury as a starting point , the marketing team wished to connect with a couple for a creative music video shoot . First to mind to star in the FW16 campaign video : retired NHL player Sean Avery and international model Hilary Rhoda . Looking to bring back the presence of a male figure and feature the center ’ s first celebrity couple , Square
One ’ s marketing team believed the newlyweds to be a perfect picture fit .
“ We created the campaign around Sean and Hilary ’ s luxe life together , capturing a mix of steamy and flirtatious moments between the couple while they showcased the designer offerings available at a variety of aspirational Square One retailers ,” noted Toni Holley , marketing director .
“ The mood of the dynamic music video was set by ‘ It Girl ’ Caroline Vreeland , who collaborated to provide vocals and a sultry new arrangement of the classic Sonny and Cher song . ‘ I Got You Babe ’.”
All the brands that appear in the video come from the collection of retailers located in the center ’ s new South Expansion Wing .
From comfy to casual to classic ,
Continued on page 4 …
Belmont Forum Take 2 page 3
Devonshire Mall : from Blogging to Vlogging
page 9
Back to Print Mag page 10
A Superfood Days Pop-up in Berlin
page 11
Celebrity Backing for The Empty Shop
page 18
Webmasters page 23
Missed an issue ? Visit www . MarketingTrendz . net

FOR SHOPPING CENTER PROFESSIONALS